"花儿"的传承与发展策略研究——基于传播学的视野

由于传播环境的巨变、传播主体（传播者与受众）的缺失、传播内容时代性的滞后、传播渠道的单一、传播功能的嬗变等原因导致产生于衣耕文化土壤上的“花儿”在现代化进程中陷入被消解的窘境。文章就“花儿”在现今社会的生存创新与发展,从传播内容的与时俱进、传播主体（传播者与受众）的回归、传播渠道的多元以及文化产业的开发等方面提出一些应对策略。

The Inheritage of Flower and Its Development Strategy Research Based on the View of Communication

Due to the changes of communication environment, the lost of transmission (the spreader and the receiver) of subjects, the lag of the transmission contents, the singleness of transmission channel together with the changes of transmission functions, the "flower" produced in farming culture sink into the awkward situation of being canceled. Are there any space for its existence and development? This research give the clear answers for the above question, and also put forward some strategies on transmission contents, the return of transmission subjects, and multi-transmission channel and the development of cultural industry.